Weekly Creative System

Designed and developed the motion systems, templates, and production frameworks that support YouTube Artist Marketing across global campaigns. The work below demonstrates three levels of ownership: flagship systems I built, derivative systems I provided oversight for, and regional executions I guided through creative direction to ensure alignment with the overall motion framework.

The Scale

  • 7,000+ deliverables annually

  • ~1,200 projects annually

  • 20+ weekly campaigns

  • Global markets

  • Channels: DOOH • In-App Ads• House Ads • Social

1. Flagship Motion Systems — Built by Me

Role

  • System architecture

  • Motion principles

  • Template development

  • Framework creation

Examples

  • New York DOOH

  • Los Angeles DOOH

  • São Paulo DOOH

  • Berlin DOOH

  • DOOH Social Assets

New York DOOH

Time Square NYC - Broadway & 45th - 46th

15 second run time / 20+ individual artists featured per week

Megazilla (Silvercast NYCD - 300)

Godzilla (Silvercast NYCD - 100)

Big Bertha (Silvercast NYCD - 450)

Monsta (Silvercast NYCD - 425)

Los Angeles DOOH

Sunset Blvd - Intersection of Doheny & Sunset

15 second run time / 20+ individual artists featured per week

Sunset Gateway (Big Outdoor LA.D120)

Los Angeles DOOH

Sunset Blvd - Intersection of La Cienega & Sunset

15 second run time / 20+ individual artists featured in 1 hour roadblock - 1x per quarter

SunCienega Digital Spectaculars

(Big Outdoor LA.D500 - 2 faces)

São Paulo DOOH

Sé Subway Station

10 second run time / 20+ individual artists featured per week

Sé Station - Iconic Digital

Elevators x3, Curved LED panel

Berlin DOOH

Kurfürstendamm Blvd (KuDamm)

10 second run time / 20+ individual artists featured per week

LED Screen KuDamm

DOOH Social Assets

Social recap assets showcasing an artist's DOOH placements from the week, designed for artists to share across their own social channels. By extending visibility beyond physical billboard locations, these assets amplify campaign reach while highlighting YouTube's investment in promoting the artist.

15 second run time / 20+ individual artists provided social assets per week

2. Derivative Systems — Creative Oversight & Review

These executions extended the flagship framework into additional channels.

Role

  • Creative oversight

  • Quality review

  • System evolution

Examples

  • House Ads

  • In-App Ads

  • LA Static

  • London Static

House Ads

Promotional placements that appear during YouTube content breaks, featuring artist voiceovers that encourage viewers to watch or listen to their music on YouTube. Campaigns can be localized for regional markets and are delivered across 15-second and 10-second formats in both 16:9 and 9:16, accompanied by supporting banner assets.

In-App Ads

Interactive in-app Shorts creation prompts designed to encourage users to create content using featured artist sounds, increasing participation and music discovery.

DOOH - Static

Not all DOOH placements support motion. In addition to animated executions, the system was designed to accommodate static formats, including companion static assets for Los Angeles motion placements and standalone static executions for markets such as London.

Los Angeles DOOH (static)

London DOOH (Static)

3. Global Implementation — Creative Direction

Regional teams and agency partners created work within the established motion system while I ensured alignment to the overall framework.

Role

  • Creative direction

  • Brand alignment

  • Motion system governance

Examples

  • APAC DOOH

  • LATAM & APAC House Ads

  • Regional partner executions

Hong Kong DOOH

APAC & LATAM House Ads

India DOOH (Static)